Active for life: creating supplements that support active lifestyles and mobility

Spokesperson: Emily Navarro, MS, RD, Global Marketing Manager, Lonza Capsules & Health Ingredients

A new era of active lifestyle consumers

A societal shift towards prioritizing health and wellbeing has reshaped our perception of an active lifestyle. What was once confined to sports stadiums and athletes has now expanded into a broad and diverse spectrum of consumers taking a proactive approach to their health. Consequently, the joint health market is growing and evolving to meet the needs of the new wave of health-conscious active adults—blurring the lines between sports nutrition and holistic health. Within this dynamic market there are pockets of whitespace for brands to tap into, but first, it’s important to understand—who are these new active consumers?

If your first thought was body builders and marathon runners, you’re not alone. However, the current demographic of active consumers stretches far beyond the walls of the gym. This group is defined by individuals who actively prioritize their health for the long-term—so they can keep doing what they love for longer, whether that’s hiking in the mountains, playing with their kids, or dancing in the kitchen. ‘Active’ is defined as an individual who completes between 150-300 minutes of moderate intensity exercise per week, or 75-100 minutes of vigorous-intensity exercise per week, according to the World Health Organization (1).

As such, the term ‘active consumer’ is no longer reserved for athletes alone—it encompasses people who walk, swim, garden, or do any mobile activity for at least two and a half hours per week. This definition and the societal shift in consumers’ mindsets—towards prioritizing health and wellbeing—has led to the world’s population becoming increasingly active.

The rise in health-conscious consumers is fueled by several factors, including a heightened focus on health span—the length of time a person is healthy—not just alive. For many consumers, health span is just as important as lifespan, as they don’t just want to live for longer, they want to stay healthy and mobile for longer too, so they can carry on doing their favorite activities. Several other factors such as fitness trends, digital health, and the holistic health movement are also driving proactive lifestyles. The ease-of-access to health and fitness information online has also led to increased consumer understanding and education on the long-term benefits of pursuing a healthy and active lifestyle. This is cross-generational, too—according to Lonza’s proprietary research, 75% of consumers aged between 25-73 express a desire to maintain an active lifestyle (2).

The vital role of joint health in active lifestyles

One of the most important factors to staying active is maintaining mobility. Our muscles and joints play a pivotal role in keeping us healthy and active throughout all stages of life. Joints, in particular, give our bodies range of motion and support movement. Active lifestyle consumers understand that mobility is essential to improve their quality of life and health span—Lonza’s research indicates that ‘improved overall health and wellness’ is the top motivation for maintaining long-term joint health and mobility (2). In addition, a substantial 72% of consumers—young and old—are already taking a dietary supplement to proactively address their joint health. As such, it is evident that joint health in relation to maintaining mobility is extremely important to the new wave of active consumers, but—how can nutraceutical brands stay ahead of the curve in this evolving market?

Redefining mobility: Targeting a younger demographic

The expansion and convergence of the joint health and sports nutrition market into the active lifestyle category is ushering in a new wave of younger consumers. Notably, nearly half of individuals aged 18-34 express a desire to improve their bone and joint health (3). Lonza’s research corroborates these findings, indicating that the interest in seeking solutions to support mobility extends to younger consumers aged between 25 and 42 (2). Moreover, 50% of these younger consumers have already experienced joint pain/discomfort, emphasizing the need for solutions that enhance joint comfort within this demographic.

This younger demographic is also interested in taking proactive measures to support their long-term mobility, with research indicating that nearly as many younger consumers are looking to actively maintain their joint health compared to their older counterparts (2). Lonza’s research also revealed that a significant 81% of younger adults express concerns about potential future joint pain and discomfort, while 70% are concerned about reduced mobility (2). As such, the active lifestyles market is entering an exciting era of opportunities for brands to introduce innovative solutions tailored to this new generation of young, active adults.

Choosing wisely: the power of collagen in active nutrition

For brands looking to make an impact in the redefined active lifestyle category, ingredient choice is key. There are plenty of mobility-related ingredients to choose from on the market—from glucosamine chondroitin, to methylsulfonylmethane (MSM) and, more recently, botanicals. But when it comes to choosing the right ingredient for active consumers, collagen comes out on top (4). The market for collagen is expected to grow by an impressive CAGR of 10.2% from 2023 to 2030 (5). In the context of joint health, products containing collagen are among the fastest growing in the supplement market today (6).

Research highlights that younger consumers are already somewhat aware of collagen and its benefits. In fact, 28% are either ‘extremely’ or ‘mostly’ familiar with collagen as an ingredient and the benefits it provides for joint health (2). Plus, 27% of younger consumers would be open to taking a collagen supplement to address joint health (2). Lonza's research also indicates that over 60% of young respondents associate collagen with overall joint health maintenance, improved joint flexibility, and increased mobility (2). For brands looking to support the next generation of active lifestyle consumers, collagen represents a promising avenue to enable individuals to keep doing the hobbies and activities they love for longer.

Clearing the fog in the collagen market

Navigating the collagen market reveals a persistent challenge amid the growing interest in collagen for mobility—a lack of consumer knowledge. Despite its market surge, almost a third of consumers strongly agree that they don't know enough about collagen products, ranking this as a top reason for avoiding collagen use (4).

Lonza’s proprietary research further underscores this issue, revealing that a notable portion of younger consumers are not fully aware of collagen as an ingredient, with 21% claiming to be ‘not at all familiar’ with collagen and its associated health benefits (2). So, why does this knowledge gap exist?

Research has found that a significant portion of non-collagen users feel that the collagen supplement market is poorly explained and overly confusing (4). And it’s fair to say that collagen users aren’t much clearer on this either, with more than half not knowing about the different types of collagen available on the market. Meaning, it’s time for nutraceutical brands to clear the fog in the collagen arena. First, it’s important that consumers understand that not all collagen is created equal.

Collagen exists in various types, each with its own set of characteristics. In the human body, collagen, the most abundant protein, takes on more than 16 different types, with type I, II and III being the most common (7). Type II is the major protein in cartilage—the connective tissue that protects our bones and joints (8,9). This characteristic makes it a potent nutrient for mobility and joint health (9). In the nutraceutical industry, collagen is typically available in two forms, hydrolyzed collagen peptides and undenatured type II collagen.

Hydrolyzed collagen—predominantly comprising types I and III collagen and commonly sourced from bovine, porcine and marine origins—undergoes a hydrolysis process to break down the collagen into smaller fragments. In contrast, undenatured type II collagen is generally derived from chicken sternum cartilage—the richest source of type II collagen on the market. It is produced using a special process that preserves the complete, native protein structure, featuring an intact triple helix consisting of three polypeptide chains. But which is the best type of collagen for supporting the new wave of active consumers?

UC-II? undenatured type II collagen

Lonza’s UC-II? undenatured type II collagen uses a gentle, patented manufacturing process, designed to maintain collagen’s triple helix structure as well as the bioactive binding regions—called epitopes—which are essential to the ingredient’s efficacy. UC-II? undenatured type II collagen stands out amongst the competition due to its distinct joint health benefits and ability to meet the needs of the younger generation of active consumers.

Science backed benefits

Consumers are looking for transparency and scientific validation when it comes to collagen (4). Why? Because science-backed ingredients provide a high level of assurance regarding the tangible benefits of the ingredient, as well as confidence in the safety of the product. Moreover, scientific evidence can help brands gain consumer trust with adequately substantiated claims and can help consumers make informed decisions about the products they purchase.

The extensive bank of scientific evidence behind UC-II? undenatured type II collagen makes the ingredient an appealing option for brands looking to attract the attention of active lifestyle consumers or health professionals who are more inclined to take or recommend a clinically proven mobility or joint health supplement. Backed by the most comprehensive body of evidence-based research, spanning more than two decades and over twenty studies—including eleven human clinical studies—Lonza’s UC-II? undenatured type II collagen leads the way in the undenatured type II collagen market. Lonza employs a robust research approach, utilizing a combination of randomized, double-blind, placebo-controlled trials—the gold standard of research—and real-world clinical evidence exploring joint health benefits in both healthy and osteoarthritic subjects. This methodology effectively bridges the gap between clinical data and the real-life application of undenatured type II collagen across diverse groups. In this way, Lonza explores the benefits of UC-II? undenatured type II collagen in a variety of demographics, including healthy and active consumers as young as 20 years old.

Research including this younger demographic found that supplementation with UC-II? undenatured type II collagen offers important mobility benefits for this often clinically underrepresented group. The randomized, double-blind, placebo-controlled study investigated the effects of a 40 mg daily dose of UC-II? undenatured type II collagen in 96 active, healthy male and female subjects aged 20 to 55 years old. Results found that UC-II? undenatured type II collagen improved joint flexibility by three degrees—15 times more effectively—than the placebo (10). This correlates to joints feeling 10 years younger, according to data from the Centers for Disease Control (CDC), which found that healthy joints lose approximately 1 degree of joint flexibility per decade (11). The results also showed reduced joint discomfort after physical activity and significantly decreased knee discomfort when twisting/pivoting the knee, walking downstairs, and walking on a flat surface, compared to placebo at 180 days (12). Plus, participants taking UC-II? undenatured type II collagen walked over 1/4 mile (0.4 km) more per day compared with placebo, indicating that it helps make walking more comfortable and supports people’s ability to hit their daily step goals (12). These findings present a huge opportunity for brands to turn cutting-edge science into real opportunities for the new active lifestyle consumer.

Unique mechanism of action

It’s not only UC-II? undenatured type II collagen’s science-backed claims that make it stand out in the collagen market, but also its unique mechanism of action, offering an innovative approach to joint health and mobility. Lonza’s patented manufacturing process and proprietary testing method, conducted in a dedicated U.S. facility, ensures that the all-important native structure and binding regions of type II collagen are preserved. This process maintains the UC-II? undenatured type II collagen’s triple helix structure and bioactive binding regions that enable its unique mechanism of action that works in three simple steps, triggering the immune system to build new cartilage (13,14,15).

In detail, orally ingested UC-II? undenatured type II collagen travels through the gut to a collection of immune cells called Peyer’s patches, where the collagen binds to immune cells via its epitopes. This triggers an immune response, stimulating the production of special types of immune cells called regulatory T cells. Regulatory T cells release bioactive molecules known as cytokines that are transported around the body to sites including the joints, where they stimulate chondrocytes (the cells responsible for cartilage formation), which then help restore and build joint cartilage (13,14,15). This unique mechanism of action enables proven benefits for mobility and joint health in a very small 40 mg dose per day, which sets UC-II? undenatured type II collagen apart from the competition (10,12,16,17).

Consumer-centric dosage forms

As well as science-backed solutions, active lifestyle consumers want convenient and easy-to-consume products (2). Lonza’s UC-II? undenatured type II collagen’s unique mechanism of action enables the ingredient to provide mobility benefits at a very low 40 mg daily dose (10,12,16,17). In contrast, other ingredients on the market, such as hydrolyzed collagen peptides, require a much higher dose to provide their stated mobility benefits. For instance, glucosamine and chondroitin requires a daily supplementation of 2,700 mg (which is equal to 2 to 4 large pills a day), and hydrolyzed collagen requires up to 20,000 mg per day.

Formulation friendly

To meet the needs of active lifestyle consumers, nutraceutical brands need to be able to tailor their joint health products to appeal to the younger generation. The low-dose functionality of UC-II? undenatured type II collagen makes it a versatile, formulation-friendly solution that can be used in a wide range of popular dosage formats (18). It therefore offers brands a unique opportunity to breakthrough the market via innovative dosage formats and applications that appeal to different consumer demographics and consumption experiences.

Active lifestyles for all

The way we define active lifestyle consumers has changed. No longer is the market reserved for athletes looking to achieve their personal best. It has expanded to include a much broader range of younger individuals who understand that their mobility, and therefore their joint health, is inextricably linked to their long-term quality of life. As such, they’re proactively looking to support their health and mobility so they can continue moving the way they want to—for longer.

UC-II? undenatured type-II collagen can help nutraceutical brands meet the needs of the new generation of active consumers looking for easy-to-use, efficacious mobility and joint health supplements. Its low dosage, science-backed benefits, unique mechanisms of action and dosage form versatility give it a competitive edge in the market. UC-II? undenatured type II collagen is the number one undenatured type II collagen brand globally in terms of market penetration (19). Its strong overall performance has earned Lonza the Frost & Sullivan’s 2023 North American Product Leadership Award for the best-in-class undenatured type II collagen for the joint health industry.

Lonza’s unwavering commitment to best-in-class manufacturing and ingredient quality, plus its global research and development capabilities and technical support services ensures that UC-II? undenatured type II collagen is of the highest purity and quality. The patented manufacturing process preserves the integrity and efficacy of the type II collagen structure, while the proprietary ELISA testing method provides the most accurate measure of undenatured type II collagen content. Brands can also have confidence that Lonza’s ingredient is responsibly sourced in the US by qualified suppliers that meet strict compliance standards, including acknowledgment of sustainability measures and animal welfare, as outlined in Lonza’s Supplier Code of Conduct. Moreover, all manufacturing takes place in the United States in a good manufacturing practice (GMP)-certified, state-of-the-art facility under strict quality standards.

To find out more, visit UC-II Active Lifestyles (Discover UC-II? undenatured type II collagen | Lonza)

References:

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2. Lonza. (2023). Proprietary Lonza survey data via Suzy, n=1,493. [Unpublished].

3. FMCG Gurus (2021) - Ten Center Stage Ingredients in 2021.

4. Informa. Collagen Report (2022). Nutrition Business Journal.

5. Grand View Research (2023), Collagen Market Size, Share and Trends Report.

6. Nutrition Business Journal. (2022). Condition Specific Report

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11. Soucie et al. (2010). Range of motion measurements: reference values and a database for comparison studies. Haemophilia, e-pub. Republished by Centers for Disease Control (CDC). Normal Joint Range of Motion Study. Retrieved July 20, 2021, from cdc.gov/ncbddd/jointrom/.

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13. Bagi CM, Berryman ER, Teo S, Lane NE. (2017). Oral administration of undenatured native chicken type II collagen (UC-II) diminished deterioration of articular cartilage in a rat model of osteoarthritis (OA). Osteoarthritis Cartilage, 25(12), 2080-2090. https://doi.org/10.1016/j.joca.2017.08.013.

14. Yaremenko?et al. (2021). Efficacy, tolerance and influence on cartilage metabolism of undenatured collagen type II UC-II (Mercana) in knee OA.?PAIN, JOINTS, SPINE, 11(3), 5-12.

15. Sahin et al. (2023). The effect of oral administration of undenatured type II collagen on monosodium iodoacetate-induced osteoarthritis in young and old rats. Scientific reports, 13(1), 6499. https://doi.org/10.1038/s41598-023-33763-2.

16. Lugo, J. P. et al.?(2013). Undenatured type II collagen (UC-II?) for joint support: a randomized, double-blind, placebo-controlled study in healthy volunteers. J Int Soc Sports Nutr. 10(1):48.

17. Lugo, J.P., Saiyed, Z.M. & Lane, N.E. (2015) Efficacy and tolerability of an undenatured type II collagen supplement in modulating knee osteoarthritis symptoms: a multicenter randomized, double-blind, placebo-controlled study. Nutr J 15, 14.

18. Pates, et al. (2023). UC-II? undenatured type II collagen data show retention during functional food and beverage prototype processing. Data Br, 48, 109216.

19. Frost & Sullivan, 2023